Designing for cross-channel user experience
summary
Argues that design must cover the entire journey not a single screen and gives concrete criteria: consistent, seamless, available, context‑specific. Shows failures (California Pizza Kitchen’s reward requires email, check‑in and staff validation) and successes (Amazon Prime resumes video across devices; Home Depot surfaces store aisle and stock and offers send‑to‑store pickup). Recommends using location services, inventory APIs and journey maps, testing multi‑device flows, coordinating product teams and warns that airlines vary prices by device so clear cookies.
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chapters (11)
- 0:00Intro
- 0:15DESIGNING FOR CROSS-CHANNEL USER EXPERIENCE
- 8:07UNDERSTAND THE CONTEXT OF CHOOSING A CHANNEL
- 15:41SUPPORT USERS AS THEY MOVE FROM THE DIGITAL WORLD TO THE PHYSICAL WORLD
- 16:43EXPERIENCES THAT NEED USERS TO MOVE FROM THE DIGITAL WORLD TO THE PHYSICAL WORLD
- 19:26MOVING FROM THE DIGITAL WORLD TO THE PHYSICAL WORLD BY CHOICE
- 23:20THERE ARE TWO MAIN MODES OF MULTI-SCREENING
- 25:36WE ALSO MULTI-SCREEN BY USING MORE THAN ONE DEVICE SIMULTANEOUSLY
- 26:46CONSUMERS TAKE A MULTI-DEVICE PATH TO PURCHASE
- 27:28KNOW YOUR USERS JOURNEY - NOT JUST THE POINTS THEY USE A DEVICE
- 28:53EMBRACE THAT MAPPING THE EXPERIENCE MIGHT NOT RESULT IN A STRAIGHT LINE
